What is engagement marketing?

<!DOCTYPE html> <html lang="en"> <head> <link rel="dns-prefetch" href="https://sync.outbrain.com"> <link rel="dns-prefetch" href="https://ups.analytics.yahoo.com"> <link rel="dns-prefetch" href="https://ib.adnxs.com"> <link rel="dns-prefetch" href="https://www.google-analytics.com"> <link rel="dns-prefetch" href="https://fonts.googleapis.com"> <link rel="dns-prefetch" href="https://cdn.logrocket.io"> <link rel="preload" as="style" rel="stylesheet" type="text/css" href="https://www.customermarketingalliance.com/assets/built/screen.css?v=945d8828d2" /> <meta charset="utf-8" /> <meta http-equiv="X-UA-Compatible" content="IE=edge" /> <title>What is engagement marketing?</title> <meta name="HandheldFriendly" content="True" /> <meta name="viewport" content="width=device-width, initial-scale=1.0" /> <link rel="stylesheet" type="text/css" href="https://www.customermarketingalliance.com/assets/built/screen.css?v=945d8828d2" /> <meta name="author" content="Grace Gupta"> <script src="https://cdn.lr-ingest.io/LogRocket.min.js" crossorigin="anonymous"></script> <script> window.LogRocket && window.LogRocket.init('acara/sequel-main'); window.inArticleAdList; window.inArticleAdListDisabled; window.topNav; window.showGetCertCta; window.isTOCenabled; window.userIdSegment = localStorage.getItem("user_id"); </script> <script> var ghosthunter_key = 'b1d2e55946ba49e939e2eba782'; window.isHiddenUpgradeVisible = false; </script> <script type="text/javascript"> function getParameterByName(name, url) { if (!url) url = window.location.href; name = name.replace(/[\[\]]/g, "\\$&"); var regex = new RegExp("[?&]" + name + "(=([^&#]*)|&|#|$)"), results = regex.exec(url); if (!results) return null; if (!results[2]) return ''; return decodeURIComponent(results[2].replace(/\+/g, " ")); } var action = getParameterByName('action'); if (action == 'signin') { window.location = '/account'; } if (window.location && window.location.search && window.location.search.includes('stripe=success')) { window.location = '/activate'; } </script> <script> var checkUserId = function({ payload, next, integrations }) { var user_id = payload.obj.userId; if(user_id && (user_id.length === 8 || user_id.length !== 36)) { console.log('teacahble user_id still set, clearing'); window.localStorage.removeItem('apc_user_id'); analytics.reset(); analytics.user().anonymousId(payload.obj.anonymousId); delete payload.obj.userId; delete payload.obj.traits; console.log('payload after clearing', payload.obj); } next(payload); }; !function(){var analytics=window.analytics=window.analytics||[];if(!analytics.initialize)if(analytics.invoked)window.console&&console.error&&console.error("Segment snippet included twice.");else{analytics.invoked=!0;analytics.methods=["trackSubmit","trackClick","trackLink","trackForm","pageview","identify","reset","group","track","ready","alias","debug","page","once","off","on","addSourceMiddleware","addIntegrationMiddleware","setAnonymousId","addDestinationMiddleware"];analytics.factory=function(e){return function(){var t=Array.prototype.slice.call(arguments);t.unshift(e);analytics.push(t);return analytics}};for(var e=0;e<analytics.methods.length;e++){var key=analytics.methods[e];analytics[key]=analytics.factory(key)}analytics.load=function(key,e){var t=document.createElement("script");t.type="text/javascript";t.async=!0;t.src="https://cdn.segment.com/analytics.js/v1/" + key + "/analytics.min.js";var n=document.getElementsByTagName("script")[0];n.parentNode.insertBefore(t,n);analytics._loadOptions=e};analytics._writeKey="CIR3hEMnyOW1gfECfSJW7HMjO8tsavDU";analytics.SNIPPET_VERSION="4.13.2"; const tags = []; const authors = []; let primary_tag; let primary_author; primary_author = "Grace Gupta"; primary_tag = "Engagement marketing"; authors.push("Grace Gupta") tags.push("Engagement marketing") analytics.addSourceMiddleware(checkUserId); analytics.load('CIR3hEMnyOW1gfECfSJW7HMjO8tsavDU', { user: { persist: true, cookie: { key: 'ajs_alliance_user_id' }, localStorage: { key: 'ajs_alliance_user_traits' } } }); analytics.page({ properties: { primary_tag: primary_tag, primary_author: primary_author, authors: authors, tags: tags, community: 'CMA' } }); }}(); </script> <meta name="description" content="Learn about engagement marketing strategies, tools, and best practices to boost customer loyalty and drive advocacy in this comprehensive guide."> <link rel="icon" href="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" type="image/png"> <link rel="canonical" href="https://www.customermarketingalliance.com/engagement-marketing/"> <meta name="referrer" content="no-referrer-when-downgrade"> <meta property="og:site_name" content="Customer Marketing Alliance"> <meta property="og:type" content="article"> <meta property="og:title" content="What is engagement marketing?"> <meta property="og:description" content="Engagement marketing is a customer marketer’s bread and butter. 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43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-engagement-marketing "> <section class="post-full-content Engagement marketing"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-08-23">23 August 2024</time> <span class="reading-time">16 min read</span> </section> <h1 class="post-full-title">What is engagement marketing?</h1> <section class="post-full-meta"> <a href="/tag/engagement-marketing/">Engagement marketing</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/grace/"> <img class="author-profile-image" src="/content/images/size/w300/2022/07/Grace-Gupta.jpeg" alt="Grace Gupta" /> <section class="author-card-content"> <h4 class="author-card-name">Grace Gupta</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/08/What-is-engagement-marketing.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>What is the point in marketing if you’re not engaging your <a href="https://www.customermarketingalliance.com/how-to-understand-your-target-audience/" rel="noreferrer">target audience</a>? It’s like mailing a letter without a stamp, or brushing your teeth without toothpaste – you just wouldn’t do it!</p><p>Engagement marketing is a <a href="https://www.customermarketingalliance.com/the-dna-of-a-customer-marketer/" rel="noreferrer">customer marketer</a>’s bread and butter. When employed by a customer marketer, It’s about connecting with your customer base and creating meaningful experiences that foster <a href="https://www.customermarketingalliance.com/enhance-customer-loyalty-with-relationship-marketing/" rel="noreferrer">brand loyalty</a>. </p><p>Did you know that 58% of customers say they <a href="https://www.customermarketingalliance.com/how-to-reduce-customer-churn/" rel="noreferrer">leave a brand</a> because they just don't feel valued anymore? So, all of that hard work that's gone into acquiring that customer is lost because they just don't feel valued. There's no engagement with them. Where’s the sense in that?</p><p>That’s why <a href="https://www.customermarketingalliance.com/what-is-customer-marketing-and-why-is-it-so-important/" rel="noreferrer">customer marketing</a> and engagement marketing go hand-in-hand: both are geared toward making exceptional experiences that translate into customer retention and advocacy.</p><p>Throughout this guide, we’re going to delve into the inner workings of <a href="https://www.customermarketingalliance.com/how-customer-marketers-should-improve-their-engagement-and-storytelling-for-2022/" rel="noreferrer">engagement marketing</a>, and unpick the following to help you succeed in your customer marketing journey:</p><ul><li><a href="https://www.customermarketingalliance.com/engagement-marketing/#what-is-the-definition-of-engagement-marketing" rel="noreferrer">The definition of engagement marketing</a></li><li><a href="https://www.customermarketingalliance.com/engagement-marketing/#the-subtypes-of-engagement-marketing" rel="noreferrer">The subtypes of engagement marketing</a></li><li><a href="https://www.customermarketingalliance.com/engagement-marketing/#why-engagement-marketing-matters" rel="noreferrer">Why engagement marketing matters</a></li><li><a href="https://www.customermarketingalliance.com/engagement-marketing/#key-strategies-in-engagement-marketing" rel="noreferrer">Key strategies in engagement marketing</a></li><li><a href="https://www.customermarketingalliance.com/engagement-marketing/#tools-and-technologies-for-engagement-marketing" rel="noreferrer">Tools and technologies for engagement marketing</a></li></ul><h2 id="what-is-the-definition-of-engagement-marketing">What is the definition of engagement marketing?</h2><p>Sure, you could say “But ALL marketing is engagement marketing, right?” Well, yes and no. Engagement marketing can sometimes be referred to as “experiential marketing,” seeking to create meaningful, emotion-filled interactions. It veers away from traditional marketing to provide sensory, cognitive, and more complex experiences. </p><p>Did you know that <a href="https://www.twilio.com/en-us/state-of-customer-engagement?ref=customermarketingalliance.com"><u>66% of consumers</u></a> will abandon a brand if they don’t get a personalized experience? <a href="https://www.customermarketingalliance.com/personalization-the-key-element-of-customer-centric-decision-making-and-why-it-matters-to-c-suite-executives/" rel="noreferrer">Personalized</a>, engaged marketing cannot be slept on – it’s critical for the sustained success and repeated business of your customers. </p><h2 id="the-subtypes-of-engagement-marketing">The subtypes of engagement marketing</h2><p>To make engagement a bit clearer, it's sometimes broken down into four subtypes:</p><ul><li>Reactive engagement</li><li>Proactive engagement</li><li>Emotional engagement</li><li>Social engagement</li></ul><p>When it comes to engaging your audience, whether your existing customer base or members of a community, you’ll find that the techniques involved to <em>keep</em> them galvanized aren’t always the same. </p><p>Understanding the <a href="https://www.customermarketingalliance.com/customer-vs-community-engagement-know-the-difference/"><u>distinctions between customer engagement and community engagement</u></a> is crucial for crafting effective strategies. While both share common ground in fostering relationships, they serve distinct purposes and require tailored approaches.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/customer-vs-community-engagement-know-the-difference/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Customer vs. community engagement: Know the difference</div><div class="kg-bookmark-description">Not all forms of engagement are created equal. Understanding the distinctions between customer engagement and community engagement is crucial.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/size/w1200/2024/05/CMA_Framework_Tiles_community.jpg" alt=""></div></a></figure><h3 id="customer-engagement-vs-community-engagement">Customer engagement vs. community engagement</h3>    <div class="two-column-container"> <div class="two-column-inner-container"> <div class="custom-column">  <ul> <li><b/>Customer engagement</b></li> <li> Increases customer retention</li> <li> Drives customer advocacy</li> <li> Enhances customer experience</li> <li> Boosts customer lifetime value</li> </ul> </div>  <div class="custom-column"> <ul> <li><b/>Community engagement</b></li> <li> Empowers members</li> <li> Promotes social inclusion</li> <li> Facilitates problem-solving</li> <li> Promotes resource sharing and collaboration</li> <li> Builds trust and belonging</li> </ul> </div> </div> </div>   <iframe width="853" height="480" src="https://www.youtube.com/embed/womGzgCWiKc?list=PLnO_Vae-O7mVz9Fs3rdSLO-RheO8PmTRH" title="No, customer and community engagement are not the same thing" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>  <p>Customer engagement focuses on the relationship between a business and its customers, aiming to enhance <a href="https://www.customermarketingalliance.com/customer-satisfaction-isnt-customer-loyalty-why-the-difference-matters/" rel="noreferrer">satisfaction</a>, <a href="https://www.customermarketingalliance.com/what-is-customer-retention/" rel="noreferrer">retention</a>, and <a href="https://www.customermarketingalliance.com/boost-customer-loyalty-and-drive-expansion-for-sustainable-business-growth/" rel="noreferrer">loyalty</a> through <a href="https://www.customermarketingalliance.com/customer-loyalty-deliver-personalized-experiences/" rel="noreferrer"><strong>personalized interactions</strong></a>. Strategies like personalized content, excellent <a href="https://www.customermarketingalliance.com/ai-and-customer-service-where-should-customer-marketers-draw-the-line/" rel="noreferrer">customer service</a>, and loyalty programs are key in this area.</p><p>On the other hand, <a href="https://www.customermarketingalliance.com/ultimate-how-tos-and-tips-for-community-engagement/" rel="noreferrer">community engagement</a> centers around building relationships within a community – whether it's customers, users, or other stakeholders. It aims to create a sense of belonging and shared purpose, empowering members to participate in decision-making and problem-solving. Events, forums, and social media groups are common strategies used here.</p><p>Understanding these differences helps in applying the right type of engagement strategy, whether you're focusing on deepening customer relationships or fostering a vibrant community.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/a-guide-to-customer-and-community-engagement-download-the-playbook/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">A Guide to Customer and Community Engagement | Playbook</div><div class="kg-bookmark-description">The Alliance is proud to present an in-depth exploration of customer and community engagement in our latest playbook, a collaborative piece by Customer Marketing Alliance and Community-Led Alliance.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/size/w1200/2023/08/CMA_GtCCE_Report_DocSend_2023--1-.png" alt=""></div></a></figure><p>Now, let's explore the four subtypes of engagement marketing in detail, each playing a critical role in how you connect with your audience:</p><p><strong>Reactive engagement:</strong></p><p><a href="https://www.customermarketingalliance.com/the-ultimate-guide-to-perfect-customer-reactivation-marketing/" rel="noreferrer">Reactive engagement</a> is where a customer reaches out to a company, and the company responds. In this instance, the customer is making the first move and the company is triggered by this engagement. Examples of this include reaching out to customer support via Twitter with a complaint, or by posting a review on TripAdvisor, Yelp, or Google Reviews and the company responding. </p><p>Depending on how quickly you respond to a customer and how swiftly you resolve the issue, this type of engagement is key to sustaining a positive brand image and customer satisfaction. </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/perfecting-the-art-of-market-research-the-essential-guide-ebook/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The ultimate guide to customer reactivation marketing</div><div class="kg-bookmark-description">Want to re-engage lapsed customers and maximize lifetime value? This comprehensive ebook reveals all the strategies you need.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Ella Harrison</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/size/w1200/2023/09/CMA_Reactivation_Marketing_eBook_Meta_.png" alt=""></div></a></figure><p><strong>Proactive engagement:</strong></p><p><em>Proactive</em> engagement, on the other hand, is when a brand reaches out to the customer without them making the first move. This type of engagement is ideal in cultivating strong relationships as it anticipates the customer’s needs before they’ve made contact. </p><p>Spotify is excellent at this type of engagement, using AI to curate personalized playlists and recommendations based on users’ listening history. </p><figure class="kg-card kg-image-card kg-card-hascaption"><img src="https://www.customermarketingalliance.com/content/images/2024/08/hq720.jpg" class="kg-image" alt="Spotify ad: Looking for the perfect song for your playlist?" loading="lazy" width="686" height="386" srcset="https://www.customermarketingalliance.com/content/images/size/w600/2024/08/hq720.jpg 600w, https://www.customermarketingalliance.com/content/images/2024/08/hq720.jpg 686w"><figcaption><span style="white-space: pre-wrap;">Source: Spotify</span></figcaption></figure><p><strong>Emotional engagement:</strong></p><p>Now this type of engagement is second to none. Eliciting genuine emotions from your target audience is the bedrock of marketing. Emotional engagement marketing tears up the rule book and transactional nature of business, building a deep, emotional bond between the customer and brand.</p><p>The <a href="https://www.worldwildlife.org/?ref=customermarketingalliance.com"><u>World Wildlife Fund</u></a> ingeniously played on fear in their 2008 climate change campaign to increase awareness about the detrimental role humans are having on the environment. The billboard uses a grotesque image of a fish-humanoid mutant figure as a warning of reverse evolution, clearly signaling what might occur if sea levels continue to rise due to climate change.</p><figure class="kg-card kg-image-card kg-card-hascaption"><img src="https://www.customermarketingalliance.com/content/images/2024/08/fear.jpg" class="kg-image" alt="Stop climate change, before it changes you." loading="lazy" width="585" height="351"><figcaption><span style="white-space: pre-wrap;">Source: WWF</span></figcaption></figure><p><strong>Social engagement:</strong></p><p>Online social interaction refers to the ways people connect and communicate on digital platforms. This includes exchanges on social media sites, like Twitter/X, TikTok, Instagram, and LinkedIn, and discussions in online forums like community spaces. </p><p>This engagement can be user-driven or prompted by brands, but primarily takes place in public online spaces. These interactions are key to building online communities and facilitating digital conversations.</p><p>For example, Salesforce has built an extensive online community called the "Trailblazer Community," where existing customers can connect with each other, share experiences, ask questions, and attend virtual events. Salesforce actively engages with this community through social media platforms and its own forums, encouraging customers to participate in discussions, share success stories, and offer peer support.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/14-ways-you-need-to-know-to-engage-customers-with-social-media/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">14 ways you need to know to engage customers with social media</div><div class="kg-bookmark-description">Engaging your audience on social media boosts brand awareness, increases loyalty, and encourages word-of-mouth marketing. It fuels business by building a community of informed fans of your brand.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Scott Joseph</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/size/w1200/2022/11/engage-customers-with-social-media-image.png" alt=""></div></a></figure><h2 id="why-engagement-marketing-matters">Why engagement marketing matters</h2><p>The amount of organizations that completely mess up their engagement marketing is staggering. If you don’t attempt to try new ways to provide <a href="https://www.customermarketingalliance.com/10-components-to-building-a-solid-customer-experience-strategy/" rel="noreferrer">positive experiences</a>, your customers will run for the hills!</p><p>This is because modern consumers seek more than just products or services; they crave meaningful interactions and <a href="https://www.customermarketingalliance.com/podcast/jeni-asaba-building-relationships-at-scale-vital-tips-to-help-you-tie-people-to-your-community-customer-marketing-catch-up/" rel="noreferrer">relationships</a> with brands. This shift has transformed the marketing landscape, emphasizing the need for two-way <a href="https://www.customermarketingalliance.com/3-points-to-help-you-engage-your-customers-with-effective-communication/" rel="noreferrer">communication</a> and personalized experiences.<strong> </strong></p><p>Engagement marketing plays a vital role in building loyalty and trust by fostering emotional connections through regular, meaningful interactions. Transparent and responsive communication demonstrates to customers that they are valued, which in turn, strengthens their bond with the brand. </p><p>This approach significantly improves <a href="https://www.customermarketingalliance.com/what-is-customer-retention/" rel="noreferrer">customer retention</a>marketing is rates, as engaged customers are more likely to make repeat purchases and less likely to switch to competitors. They often become brand advocates, further amplifying the company's reach. </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/perfect-your-customer-marketing-strategy-by-prioritizing-customer-relationships/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Perfect customer marketing by prioritizing the customer</div><div class="kg-bookmark-description">A huge part of customer marketing is building lasting relationships with your customers and showing your appreciation for all that they do, but how can we do this in a meaningful way?</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Christie Vaughan</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/size/w1200/2022/06/marco-bianchetti-vzFTmxTl0DQ-unsplash--1-.jpg" alt=""></div></a></figure><h3 id="engagement-leads-to-customer-advocacy">Engagement leads to customer advocacy</h3><p>If you think engagement marketing is purely based on isolated interactions, you’re spectacularly wrong. Engagement marketing is all about <a href="https://www.customermarketingalliance.com/perfect-your-customer-marketing-strategy-by-prioritizing-customer-relationships/"><u>building lasting relationships</u></a> with your customers and showing appreciation for their loyalty. </p><p>A strong <a href="https://www.customermarketingalliance.com/developing-impactful-advocacy-programs/" rel="noreferrer">customer advocacy program</a> is a vital tool for achieving this. As <strong>Sara Steffen, Senior Director of Customer Marketing at Nutanix,</strong> explains, “<a href="https://www.customermarketingalliance.com/how-can-customer-advocacy-boost-your-business-success/" rel="noreferrer">customer advocacy</a> is powerful because it facilitates authentic, peer-to-peer conversations that resonate more deeply than traditional marketing efforts.”</p><p>To sustain these valuable relationships, it’s crucial to engage customers meaningfully and avoid overwhelming them with too many requests. <strong>Christie Vaughan, Customer Marketing Manager at Nutanix</strong>, highlights that showing appreciation through personalized gestures, like handwritten thank-you notes or VIP experiences, can make advocates feel truly special and valued.</p><p>When you integrate customer advocacy into your engagement strategies, you not only deepen customer loyalty but also create a network of passionate advocates who amplify your brand’s message.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/developing-impactful-advocacy-programs/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Developing impactful advocacy programs</div><div class="kg-bookmark-description">We catch up with Dave Hansen, Sinead O’Grada, Tim Newborn, and Josh Zerkel to talk about the best ways to develop an advocacy program that’ll actually make an impact.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Sinead O’Grada</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/size/w1200/2023/02/jordan-mcdonald-vkx0kgKx9VA-unsplash--1-.jpg" alt=""></div></a></figure><h2 id="key-strategies-in-engagement-marketing">Key strategies in engagement marketing</h2><p>When you’re planning out your engagement marketing strategies, it’s helpful to think of them in terms of channels.</p><p>Think of engagement channels as the bridges between you and your target audience. They're the diverse platforms and tools you leverage to spark conversations, build relationships, and ultimately, turn casual observers into loyal brand advocates. </p><p>From the tried-and-true methods of email marketing and social media to emerging technologies like AI-powered chatbots, the options are vast and ever-evolving.</p><p>Let's break the traditional engagement marketing channels down:</p><h3 id="email-marketing">Email marketing </h3><p>Reining as the undefeated true workhorse of customer communication, <a href="https://www.customermarketingalliance.com/cross-selling-email-templates/" rel="noreferrer">email</a> remains a powerhouse for personalized messaging. But beware of the crowded and spammy inbox – your customers will certainly not thank you for that! </p><p>It’s ultra important to ensure targeted messaging in your email campaigns, particularly avoiding generic mass emails that could lead to customer disengagement and worse… brand irritation. Gross, right?</p><p><strong>Reactivation marketing:</strong></p><p>Email can be incredibly useful when it comes to <a href="https://www.customermarketingalliance.com/the-ultimate-guide-to-perfect-customer-reactivation-marketing/"><strong><u>reactivation marketing</u></strong></a><strong>. </strong>When customers stop spending as much and their interaction with your brand begins to wain, you need to put your brand in front of them again. One of the most efficient ways to do that? By getting into their inbox!</p><p>This is your chance to offer something special or simply ask, "Hey, what happened? We miss you!" Understanding why they stepped away is key to winning them back.</p><p>Now, once you've got some answers, it's time to put on your problem-solving hat. Look for patterns in the feedback and consider what tweaks you can make to keep customers around longer. Keep these folks in the loop about any improvements you make. The goal is to stay on their radar when they think about products or services in your wheelhouse.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/the-ultimate-guide-to-perfect-customer-reactivation-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The ultimate guide to customer reactivation marketing</div><div class="kg-bookmark-description">The realm of the existing customer is where customer marketers have the most impact. So when customers leave, a part of the customer marketers responsibilities is to try and get them back! This is where customer reactivation marketing comes in.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/size/w1200/2022/08/dima-pechurin-JUbjYFvCv00-unsplash--1-.jpg" alt=""></div></a></figure><h3 id="social-media">Social media </h3><p>It’s sometimes chaotic, sometimes unexpected, but social media channels like Twitter, Instagram, TikTok, LinkedIn, and Facebook are a marketer’s playground for real-time interaction with your customers. </p><p>These platforms are revolutionary, offering unprecedented reach beyond the usual remit. But a word to the wise, consistency is key in this fast-moving space.</p><h3 id="events-and-webinars">Events and webinars </h3><p>Nothing beats face-to-face interaction for building deep connections, and in the world of B2B marketing, this is even more relevant. It’s easy to get bogged down in work, particularly in an oversaturated, hyper-digital market, but it helps to cut through the noise with some well-needed human time. </p><p>However, it’s worth noting that while <a href="https://www.customermarketingalliance.com/the-power-of-customer-events-in-building-brand-loyalty/" rel="noreferrer">events</a> do come with a lot of pros, they require significant time and resources to get them up and running.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/the-power-of-customer-events-in-building-brand-loyalty/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">The power of customer events in building brand loyalty</div><div class="kg-bookmark-description">One of the most impactful things I’ve learned is the immense value of connecting customers directly with product teams. By facilitating this connection through engaging customer events, we gain invaluable insights, forge stronger relationships, and fuel customer-led growth.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Ari Hoffman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/size/w1200/2024/05/CMA_Framework_Tiles_events.jpg" alt=""></div></a></figure><h3 id="interactive-campaigns">Interactive campaigns</h3><p>When we talk about “engagement” marketing, we’re always referring to <em>meaningful</em> interactions that generate emotions. And what better way than an immersive, interactive medium? Quizzes, polls, and contests are excellent initiatives to cut through the mundanity and provide exciting, unique experiences to your customers. </p><p>For example, the cosmetics giant, Maybelline, allows people to answer interactive quizzes and upload selfies to decide which products to purchase according to their needs. </p><figure class="kg-card kg-image-card kg-card-hascaption"><img src="https://www.customermarketingalliance.com/content/images/2024/08/step-01-img-1300x1300--1-.jpg" class="kg-image" alt="" loading="lazy" width="1300" height="1300" srcset="https://www.customermarketingalliance.com/content/images/size/w600/2024/08/step-01-img-1300x1300--1-.jpg 600w, https://www.customermarketingalliance.com/content/images/size/w1000/2024/08/step-01-img-1300x1300--1-.jpg 1000w, https://www.customermarketingalliance.com/content/images/2024/08/step-01-img-1300x1300--1-.jpg 1300w" sizes="(min-width: 720px) 720px"><figcaption><span style="white-space: pre-wrap;">Source: Maybelline</span></figcaption></figure><h3 id="awards-programs">Awards programs</h3><p>Celebrating your customers is not just a nice-to-have; it's a powerful strategy to enhance customer engagement and loyalty. </p><p>Incorporating a well-executed <a href="https://www.customermarketingalliance.com/from-zero-to-hero-leveling-up-our-awards-program-to-wow-customers/" rel="noreferrer"><strong>awards program</strong></a> into your engagement strategy can create memorable experiences for your customers, foster brand loyalty, and turn satisfied customers into enthusiastic advocates.</p><p><strong>Cathy Jordan, Director of Global Customer Advocacy at Informatica,</strong> shared her journey of transforming Informatica’s Innovation Awards from a small, under-the-radar event into a marquee part of their customer experience. </p><p>Over six years, Cathy and her team gained executive buy-in, fostered cross-team collaboration, and created a program that thrilled customers and executives alike.</p><ul><li><strong>Start small, think big:</strong> Cathy began by elevating the Innovation Awards from a small pre-conference event to a main stage highlight at Informatica’s global conference. This gradual build-up allowed for momentum and buy-in over time.</li><li><strong>Persistence pays off:</strong> It took years of persistence, strategic planning, and overcoming roadblocks to make the awards a key part of the company’s customer engagement strategy.</li><li><strong>Adaptability is key:</strong> During the COVID-19 pandemic, Cathy’s team pivoted to virtual awards, ensuring that customers were still recognized and celebrated despite the challenges of a virtual environment.</li><li><strong>Cross-functional collaboration:</strong> Engaging stakeholders from various departments, including Product Marketing and Sales, was crucial to the success of the awards program.</li><li><strong>Impact beyond the event:</strong> The success of the awards created long-lasting advocates for the brand, with honorees continuing to promote their awards and stay engaged with Informatica long after the event.</li></ul><p><em>Want to learn more from Cathy? Why not </em><a href="https://www.customermarketingalliance.com/from-zero-to-hero-leveling-up-our-awards-program-to-wow-customers/"><em><u>read her full article</u></em></a><em> detailing her experience - you won’t regret it!</em></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/from-zero-to-hero-leveling-up-our-awards-program-to-wow-customers/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">From zero to hero: Leveling up our awards program to wow customers</div><div class="kg-bookmark-description">I’m excited to share my personal blueprint for creating customer celebrations that truly shine. You’ll discover how we gained executive buy-in, fostered cross-team collaboration, and created advocates for life.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Cathy Jordan</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/size/w1200/2023/10/anh-henry-nguyen-_GvAHB59dkk-unsplash--1-.jpg" alt=""></div></a></figure><h3 id="personalized-content">Personalized content</h3><p>Personalized content is critical for fostering meaningful connections with your customers. But it goes way beyond simply addressing a customer by their first name – anyone can do that. If you're serious about personalization, it involves delivering relevant content, product recommendations, and experiences across various touchpoints.</p><p>Some trusted aspects of personalized content include:</p><ul><li><strong>Segmentation:</strong> Try grouping your customers together based on shared characteristics like user behavior, geography and purchase history to deliver more targeted content that feels unique to them.</li><li><strong>Personalized recommendations:</strong> Why not try your hat at suggesting relevant products or services based on the customer's browsing or purchase history?</li><li><strong>Personalized website experiences: </strong>A tip we <em>love</em> is to adjust your website's content, product displays, and offers based on user behavior and preferences.</li><li><strong>Omnichannel personalization: </strong>Consistency is key when it comes to customer marketing. Try to make sure you're always delivering a consistent personalized experience across all channels, including website, mobile app, email, and social media.</li></ul><p>But "How do I do that?" you ask.</p><p>To execute this effectively, both <a href="https://www.customermarketingalliance.com/examine-the-difference-between-strategic-and-tactical-marketing/"><u>strategic and tactical marketing </u></a>approaches are essential:</p><p><strong>Strategic marketing approach: </strong></p><p>Strategic marketing lays the foundation for long-term personalization efforts. For example, a customer marketer at an e-commerce company might use a strategic approach to <a href="https://www.customermarketingalliance.com/types-of-market-research-five-ways-to-support-your-work-with-valuable-analysis/" rel="noreferrer">analyze customer data</a> and <a href="https://www.customermarketingalliance.com/customer-segmentation-what-is-it-and-how-does-it-help/" rel="noreferrer">segment</a> their audience, creating tailored recommendations based on purchase history and preferences.</p>  <iframe width="560" height="315" src="https://www.youtube.com/embed/g8VcuVhjE6Q?si=kcaZG1Tm2BPGZzw-" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>  <p><strong>Tactical marketing approach: </strong></p><p>On the tactical side, marketers can implement specific campaigns, such as personalized email promotions or limited-time offers, to drive immediate engagement and conversions.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/examine-the-difference-between-strategic-and-tactical-marketing/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Key differences between strategic and tactical marketing</div><div class="kg-bookmark-description">In the dynamic landscape of marketing, two essential components play a critical role in achieving business objectives: strategic marketing and tactical marketing. While both approaches are distinct in their focus and scope, they are intricately connected and work together to drive success.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/size/w1200/2023/05/arjan-de-jong-4jxcf0I3-Sw-unsplash--1-.jpg" alt=""></div></a></figure><h3 id="community-building">Community building</h3><p>A <a href="https://www.communityledgrowth.com/what-is-community-led-growth/?ref=customermarketingalliance.com" rel="noreferrer">community</a> is a group of people with a common interest – in this case, your brand. Improving the relationship with your existing customers via a dedicated community space can benefit your company in several ways:</p><ul><li>You involve customers in the direction of your business</li><li>Amplify the voice of the customer</li><li>Reduce marketing costs</li></ul><p><strong>A case study of community engagement:</strong></p><p>One successful initiative comes from <a href="https://www.productmarketingalliance.com/?ref=customermarketingalliance.com"><u>Product Marketing Alliance</u></a> (PMA). </p><p>Within their <a href="https://www.productmarketingalliance.com/join-slack/?ref=customermarketingalliance.com"><u>free Slack community</u></a>, over 40,000 Product Marketing Managers connect and support each other. One standout micro-community within this space is the PMA Book Club, where members vote on a book each month, read it, and then discuss their insights in a virtual meet-up. This initiative not only fosters deeper connections among members but also encourages continuous learning and engagement around a shared interest.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/case-studies-for-community-engagement-engagement-in-action/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Case studies for community engagement: Engagement in action</div><div class="kg-bookmark-description">Calling all, community builders! Ready for some inspiration? We’re exploring the concept of community engagement from two engaging case studies that’ll spark your creativity and leave you itching to level up your community game.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/size/w1200/2023/09/mike-tinnion-3ym6i13Y9LU-unsplash--1-.jpg" alt=""></div></a></figure><h3 id="customer-education">Customer education</h3><p>Customer education is a powerful yet often underutilized marketing strategy. </p><p>According to <strong>Bill Cushard</strong>, ex-<strong>General Manager, Partner and Commercial Success at Dragonboat,</strong> customer education teams <a href="https://www.customermarketingalliance.com/customer-education-is-a-saas-marketing-strategy/"><u>should ideally report to marketing</u></a>. This is because customer education plays a crucial role in generating demand, increasing product use, and driving conversions from free to paid accounts.</p><p>Bill’s of the opinion that by integrating education into marketing, businesses can bring marketing closer to the customer. Educational initiatives like live training, self-paced eLearning, and in-product content require a deep understanding of customer needs, which naturally aligns with marketing goals. Education creates markets by teaching potential customers the value of new and innovative products, much like traditional marketing does.</p><p>Because let’s be real, despite how base it sounds, customer education is fundamentally about selling – selling features, the product’s purpose, and the brand itself. While education professionals might not see themselves as marketers, their work is intrinsically tied to the goals of customer marketing and subscription marketing, which focus on educating customers about the value they receive to ensure renewals and upsells.</p><p>In fact, companies like HubSpot and Cloudera have already integrated education into their marketing functions with great success. HubSpot Academy, for instance, likely drives product sales by educating customers, while Cloudera made customer education a priority even before hiring a dedicated marketing team.</p><p>Considering customer education as a core marketing function can help businesses better engage their audiences, drive product adoption, and create long-term customer loyalty.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/customer-education-is-a-saas-marketing-strategy/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Customer education is a SaaS marketing strategy</div><div class="kg-bookmark-description">Customer education is a marketing strategy. If you know who your audience is you can educate them, and help them do their jobs with your product.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Bill Cushard</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/size/w1200/2024/05/CMA_Framework_Tiles_product_value.jpg" alt=""></div></a></figure><h3 id="flexible-engagement-strategy">Flexible engagement strategy</h3><p>When planning your engagement marketing strategies, it's essential to remember that customer engagement isn't a one-size-fits-all approach. Much like cooking, it's about being flexible and creative with the resources you have.</p><p>“Customer engagement is similar to cooking rather than baking,” according to <strong>Eileen Linn, Director of Customer Marketing at ICE Mortgage Technology. </strong></p><p>“While baking requires precise measurements, cooking allows for more creativity and adaptability,” she notes. In the same way, <a href="https://www.customermarketingalliance.com/the-secret-recipe-for-a-winning-customer-engagement-strategy/"><u>your engagement strategies should be flexible</u></a>, allowing you to adapt based on your available resources, customer needs, and organizational goals.</p><p>Rather than sticking to a rigid formula, consider evaluating your engagement programs like <a href="https://www.customermarketingalliance.com/customer-advisory-boards-what-they-are-and-how-to-do-them-well/" rel="noreferrer">advisory boards</a>, user groups, and online communities based on the level of effort required, the degree of customer involvement, and their potential reach. This adaptable approach ensures that your engagement strategies are effective, regardless of constraints like budget or team size.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/ai-and-customer-service-where-should-customer-marketers-draw-the-line/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">AI and customer service: Where do you draw the line?</div><div class="kg-bookmark-description">Positions like customer marketing, customer success, and other customer-facing roles, rely a lot on face-to-face interaction with customers to maintain meaningful relationships and improve overall customer lifetime value. But does the presence of AI impact this?</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2024/07/android-chrome-192x192--1--1.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/size/w1200/2024/04/possessed-photography-JjGXjESMxOY-unsplash--1-.jpg" alt=""></div></a></figure><h2 id="tools-and-technologies-for-engagement-marketing">Tools and technologies for engagement marketing</h2><p>AI is changing the game for customer engagement, and it's pretty exciting stuff. Think about it – you now have the power to understand our customers on a personal level, creating experiences that feel tailor-made just for them. </p><p>But the thing is, AI isn't <em>just</em> about crunching numbers. It's a way to build real connections… just with a little artificial help. </p><p><a href="https://www.customermarketingalliance.com/ai-and-customer-service-where-should-customer-marketers-draw-the-line/" rel="noreferrer">Chatbots</a> and virtual assistants are a godsend to companies scaling their operations. There are personalization engines that analyze customer data and deliver content specific to that customer’s usage data and history. </p><p>There are even tools that can read the mood of our customers by analyzing their comments and reviews. Predictive analytics forecast customer behavior, such as <a href="https://www.customermarketingalliance.com/your-ultimate-guide-to-churn/"><u>churn risk</u></a>, purchase intent, and product preferences, enabling proactive customer engagement strategies. </p><p>The bottom line? Embracing AI isn't just about keeping up with the tech trends (although it helps). It's about creating experiences that make our customers say "Wow, they really get me!" And <em>that</em> is how you build a brand that people love and stick with.</p><hr><h2 id="where-do-you-go-from-here">Where do you go from here?</h2><p>So, you’ve read about what customer marketing is and why it’s important, and you’re now looking to understand what goes into actually implementing it into your existing network.</p><p>We’ve just the thing for you with our <a href="https://learn.customermarketingalliance.com/course/customer-marketing-certified-core?ref=customermarketingalliance.com"><strong><u>Customer Marketing Certified: Core</u></strong></a>.</p><ul><li>👩🏼‍🏫 12 modules</li><li>📙 40+ chapters</li><li>⏰ 10+ hours</li><li>📝 Templates & frameworks</li><li>🔥 6 fireside chats</li><li>👨🏼‍💻 100% self-paced</li></ul><p><strong>Customer Marketing Certified: Core's </strong>the industry standard, the driving force for your success, and the only companion you need for personal and professional growth.</p><div class="kg-card kg-button-card kg-align-center"><a href="https://learn.customermarketingalliance.com/course/customer-marketing-certified-core ?ref=customermarketingalliance.com" class="kg-btn kg-btn-accent">Get certified</a></div> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> <a class="button large primary" href="/membership/">Learn more</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/grace/"> <img class="author-profile-image" src="/content/images/size/w300/2022/07/Grace-Gupta.jpeg" alt="Grace Gupta" /> <section class="author-card-content"> <h4 class="author-card-name">Grace Gupta</h4> <p>Grace is a Senior Copywriter who creates content for Customer Marketing Alliance, Customer Success Collective and Community-Led Alliance</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/engagement-marketing/">Engagement marketing</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/the-secret-recipe-for-a-winning-customer-engagement-strategy/"> <img class="post-card-image" src="/content/images/size/w800/2024/10/CMA_Website_Article_Images_Author_Highlight--2-.jpg" alt="This is how to create unrivaled client engagement strategies" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/the-secret-recipe-for-a-winning-customer-engagement-strategy/"> <header class="post-card-header"> <h2 class="post-card-title">This is how to create unrivaled client engagement strategies</h2> </header> <section class="post-card-excerpt"> <p>Think of client engagement like cooking, not baking. While baking demands exact measurements, cooking lets you be creative with what you have. The same goes for customer marketing – there's no one-size-fits-all recipe. Success comes from working with the resources and customers you have....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">8 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/customer-focused-brand/"> <img class="post-card-image" src="/content/images/size/w800/2024/09/CMA_Website_Article_Images_Doodles--2-.jpg" alt="How to build a customer-focused brand" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/customer-focused-brand/"> <header class="post-card-header"> <h2 class="post-card-title">How to build a customer-focused brand</h2> </header> <section class="post-card-excerpt"> <p>When businesses say they care about their customers, it can conjure up a plethora of clichés. “The customer is always right.” “Underpromise and overdeliver.” “Treat every customer like they're your only customer.” More often than not, business executives talk the talk but very rarely walk the walk....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">8 min read</span> </footer> </div> </article> </div> </aside> </aside> </article> </div> </main> <div class="floating-header"> <div class="floating-header-logo"> <a href="https://www.customermarketingalliance.com"> <img src="/content/images/size/w100/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" /> <span>Customer Marketing Alliance</span> </a> </div> <span class="floating-header-divider">—</span> <div class="floating-header-title">What is engagement marketing?</div> <div class="floating-header-share"> <a class="floating-header-share-tw" href="https://twitter.com/share?text=What%20is%20engagement%20marketing%3F&url=https://www.customermarketingalliance.com/engagement-marketing/" onclick="window.open(this.href, 'share-twitter', 'width=550,height=235');return false;"> <?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg> </a> <a class="floating-header-share-fb" href="https://www.facebook.com/sharer/sharer.php?u=https://www.customermarketingalliance.com/engagement-marketing/" onclick="window.open(this.href, 'share-facebook','width=580,height=296');return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 32 32"><path d="M19 6h5V0h-5c-3.86 0-7 3.14-7 7v3H8v6h4v16h6V16h5l1-6h-6V7c0-.542.458-1 1-1z"/></svg> </a> <a class="floating-header-share-linkedin" href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.customermarketingalliance.com/engagement-marketing/" onclick="window.open(this.href, 'share-facebook','width=580,height=496');return false;"> <?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> </div> <progress id="reading-progress" class="progress" value="0"> <div class="progress-container"> <span class="progress-bar"></span> </div> </progress> </div>  <link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.css" />  <script src="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.min.js"></script> <script> if (window.isTOCenabled) { document.querySelector('.toc-container').innerHTML = '<div class="toc"></div>'; tocbot.init({ tocSelector: '.toc', contentSelector: '.post-content' }); } </script> <div class="footer"> <div class="footer-wrapper"> <div class="site-footer-content"> <div class="site-footer-content-logo"> <a href="/"> <img src="https://www.customermarketingalliance.com/assets/img/sales/CMA%20FULL%20LOGO%20WHITE.svg?v=945d8828d2" /> </a> </div> <div class="site-footer-content-title"> Our mission is plain and simple. 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